Hey there,

Are fake experts flooding the headlines?

We’re kicking off this week’s The Loop with our free Spotlight Session on AI, Public Relations & Building Trust, co-hosted by Synapse and Freelancing for Journalists.

You’ll hear from Rosie Taylor, James Clothier and Emma Wilkinson and get practical tips on how to rebuild trust, foster better relationships, and responsibly integrate AI into workflows.

Register now so you don’t miss out.

Now, welcome back to The Loop. Here’s what’s new…

✨ SYNAPSE SPOTLIGHT

How about a quick B2B brief?

We spoke to our newly onboarded Insider Media team for the inside scoop on what they really want.

Their team is on the lookout for sharp B2B regional content, and each of their editors specialises in a distinct sector and geography.

Lovely PRs like yourself can pitch to the right editors, while tailoring the pitch to their needs is key.

Here’s what they are actually looking for.

  • Stephen Farrell
    Deputy Digital News Editor
    Yorkshire & Northern Powerhouse: hospitality, retail, law firms, accountancy, dealmaking, property
  • Jennifer O’Keefe
    Search & Trends Writer
    Hospitality & retail news, wealth topics (think rich lists) and explainer pieces on trending business themes
  • Daniel Face Sr
    Senior Digital Staff Writer
    South East (Kent → Hampshire, Oxfordshire → S Buckinghamshire): technology & creative industries
  • Laurence Kilgannon
    Digital News Editor
    North West England: inward investment, innovation, hospitality, wealth, law firms, accountancy
  • Ben Butler
    Senior Digital Staff Writer
    South West & Wales: hospitality, fine dining, dealmaking, property
  • Adam Beech
    Senior Digital Staff Writer
    Midlands: hospitality, fine dining, dealmaking, property
  • Alice Bird
    Features Editor
    North East: retail & hospitality, property, life sciences

Have something great? Tailor your pitch with region, sector and a clear B2B angle.

Questions? Give us a shout, or reach out directly to the editor who covers your area.

🔎 JOURNO REQUESTS

Here’s what journalists are currently looking for on Synapse:

Insider Media:

Newsquest:

Real Home/Future:

Metro:

Express:

LADbible:

The Sun:

Newsquest:

Daily Mirror / Express / Reach titles: 

The i Paper:

Or head to the marketplace now to look at requests yourself.

✨ BEFORE YOU GO

Got something great but short on time?

Send it over to pitches@synapse.media and we’ll get it in our marketplace for you.

Hey there,

Are you stuck in a cycle of pitches that go nowhere?

Send them to us instead: pitches@synapse.media. We’ll get your story in our marketplace and in front of journalists who are actively looking. No more chasing but stories that actually get covered.

Now, welcome back to The Loop – your weekly scroll of live journo requests, sharp PR tips, and media hooks worth jumping on.

Here’s what’s landing this week:

🔥 MUST READ

…advice we’ve spotted from the experts

“Never chase a journalist the same morning unless your story is urgent. If it is, trust me – I’ll see it.”

Journalist Almara Abgarian advises PRs to respect editors’ morning routines – only follow up within hours if your pitch genuinely demands immediate attention.

👉 Read the full LinkedIn post

🔎 JOURNO REQUESTS

Here’s what journalists are currently looking for on Synapse:

Or head to the marketplace now to look at requests yourself.

🗞️ PR-Y STUFF

Here’s what we’ve read this week so that you don’t have to:

  • Only half of Gen Z believe PR needs humans – According to USC Annenberg’s 2025 Global Communication Report, just 52% of Gen Z think human roles will remain essential in PR, underscoring AI’s rise and the challenge for PR pros to prove their unique value. read more
  • Half of comms staff feel guilty logging off – Oak Engage study finds that nearly 50% of communications professionals say they feel guilty when they switch off, highlighting burnout risks and the need for clearer work-life boundaries. read more
  • NHS appoints comms lead for £10bn digital transformation – A dedicated communications lead will steer stakeholder engagement on the NHS’s £10bn tech overhaul, proof that clear messaging is crucial for major public-sector projects. read more
  • PR is quietly powering generative search – PR pros are crafting the narratives and structured content that AI search engines use to generate answers, ensuring brands stay top of mind in the AI-dominated future. read more
  • Ad revenues are back on the up – According to the latest edition of WPP Media’s bi-annual media report, global ad spend is forecast to grow by 6% this year as media recalibrate their strategies and PR teams should lean into integrated campaigns and secure prime opportunities. read more
  • Sussex PR team sees senior departures – Prince Harry and Meghan Markle’s independent communications outfit has lost several senior staff, highlighting the challenge of maintaining a consistent PR strategy outside the royal machine. read more

📆 NEXT MONTH’S HOOKS

…just because we don’t want you missing out on stuff.

  • 1 July: PMI manufacturing announcement –  start prepping commentary beforehand (30 June), so that you have quotes ready to go when data drops.
  • 2 July: ‘Jurassic World: Rebirth’ release date
  • 2 July: UEFA Women’s Euro 2025 kicks off.
  • 5 July: Tour de France begins – Cycling content picks up with nearly 500k monthly browsers following it, according to Mail Metro Media.
  • 6 July: British Grand Prix (Silverstone) – In 2021, an average of 1.59 million UK viewers watched Formula 1 races live on Sky, according to Motorsport Broadcasting.
  • 7 July: Second week of Wimbledon begins
  • 10 July: The Open Golf Championship begins
  • 10 July: Economic activity and social change in the UK, real-time indicators are being relesead – including consumer behaviour, business and workforce, energy, housing and transport.
  • 11 July: ‘Superman’ release date
  • 12 July: Wimbledon Finals Weekend – Prime PR moment for FMCG, luxury, and fashion brands.
  • 15 July: Captain America: ‘Brave New World’ release date
  • 17 July: World Emoji Day – the 🫠(melting face) was the most used across the web in 2024.
  • 18 July: School summer holidays begin (for not all, but most of the UK)
  • 22 – 23 July: UEFA Women’s Euro Semi-Finals – The 2022 finals boasted the highest attendance figures for a Women’s EURO, smashing the 240,055 mark set at the 2017 finals.
  • 25 July: ‘The Fantastic Four: First Steps’ release date
  • 27 July: UEFA Women’s Euro Finals
  • 28 July: Union Flag Day
  • 31 July: Shell & Unilever Q2 results

✨ BEFORE YOU GO

Got something brilliant but in a rush?

Send it over to pitches@synapse.media and we’ll get it in our marketplace for you.

Hey there,

Got a great story but stuck in a loop of ‘just circling back’ emails? Let’s change that.

Send your pitch to pitches@synapse.media and we’ll get it in front of journalists who are actually looking. All the stories that get sent to that inbox, automatically go into our marketplace for journalists to find. 

Now, welcome back to The Loop – your weekly scroll of live journo requests, PR tips and media news that matter.

Here’s what’s hot this week…

🔥 MUST READ

…advice we’ve spotted from the experts

“If your mum can’t understand it, neither can I.”

Sky News producer Martin Kimber shares a frustrating (and avoidable) PR fail and why clear, human language still beats buzzwords every time.

👉 Read the LinkedIn post here

🔎 JOURNO REQUESTS

Here’s what journalists are currently looking for on Synapse:

Or head to the marketplace now to look at requests yourself.

🗞️ PR-Y STUFF

Here’s what we’ve read this week so that you don’t have to:

  • The press release no longer a first choice? – PR pros say the press release still has a place, but if you’re aiming for coverage, you’d better start with a strong story, not a standard send-out. read more
  • The importance of freelance PR professionals – Freelancers are powering more of the industry than ever, a sharp reminder that they deserve visibility, respect, and a seat at the table. read more
  • Man Utd’s Comms Chief steps down – Manchester United’s Director of Media Relations and Public Affairs has resigned after four years, a move that follows intense scrutiny of the club’s handling of major media moments. read more
  • When PR doesn’t lead, it gets left behind – Stephen Waddington argues PR needs to stop playing it safe and start owning its place at the table or risk being sidelined entirely. read more
  • UK delays AI regulation – As concerns grow over misinformation, bias, and Big Tech dominance, UK ministers are pressing pause on AI regulation, raising fresh questions about timing, safety, and who’s really in charge. read more
  • WPP CEO Mark Read to step down – After 30 years with the company, Mark Read is stepping down as WPP CEO. read more

📆 NEXT MONTH’S HOOKS

…just because we don’t want you missing out on stuff.

  • 1 July: PMI manufacturing announcement –  start prepping commentary beforehand (30 June), so that you have quotes ready to go when data drops.
  • 2 July: ‘Jurassic World: Rebirth’ release date
  • 2 July: UEFA Women’s Euro 2025 kicks off.
  • 5 July: Tour de France begins – Cycling content picks up with nearly 500k monthly browsers following it, according to Mail Metro Media.
  • 6 July: British Grand Prix (Silverstone) – In 2021, an average of 1.59 million UK viewers watched Formula 1 races live on Sky, according to Motorsport Broadcasting.
  • 7 July: Second week of Wimbledon begins
  • 10 July: The Open Golf Championship begins
  • 10 July: Economic activity and social change in the UK, real-time indicators are being relesead – including consumer behaviour, business and workforce, energy, housing and transport.
  • 11 July: ‘Superman’ release date
  • 12 July: Wimbledon Finals Weekend – Prime PR moment for FMCG, luxury, and fashion brands.
  • 17 July: World Emoji Day – the 🫠(melting face) was the most used across the web in 2024.
  • 18 July: School summer holidays begin (for not all, but most of the UK)
  • 22 – 23 July: UEFA Women’s Euro Semi-Finals – The 2022 finals boasted the highest attendance figures for a Women’s EURO, smashing the 240,055 mark set at the 2017 finals.
  • 25 July: ‘The Fantastic Four: First Steps’ release date
  • 27 July: UEFA Women’s Euro Finals
  • 31 July: Shell & Unilever Q2 results

✨ BEFORE YOU GO

Got something great but short on time?

Send it over to pitches@synapse.media and we’ll get it in our marketplace for you.

Hey there,

Got a story worth telling but tired of endless follow-ups? We’ve got you.

Send it to pitches@synapse.media and we’ll get it in front of journalists actively searching for stories like yours. The difference? No more chasing!

Now, welcome back to The Loop – your weekly scroll of live journo requests, sharp PR tips, and news worth jumping on.

Here’s what’s hot this week…

🔥 MUST READ

…advice we’ve spotted from the experts

“A journalist will spot a good story if there’s one to be had.”

In this episode of Linking Out Loud, journalist Rosie Taylor shares what makes a great PR pitch, the red flags journalists spot instantly, and why formatting and clarity matter more than ever. Essential listening for anyone trying to get a journalist’s attention.
👉Listen to the full episode

🔎 JOURNO REQUESTS

Here’s what journalists are currently looking for on Synapse:

Or head to the marketplace now to look at requests yourself.

🗞️ PR-Y STUFF

Here’s what we’ve read this week so that you don’t have to:

  • Stop thanking journalists for coverage – BBC’s Jonathan Coates calls out the all-too-common “thanks for the write-up” post on LinkedIn and why it risks undermining both journalism and your credibility. read more
  • Brands backing away from Pride comes at a cost – Pulling out of Pride campaigns might feel “safe” in the short term, but it this article, PRovoke warns it could create lasting reputational damage and erode trust with key audiences. read more
  • The backstory of the viral Peppa Pig campaign – We all saw it, but now PRWeek speaks to the agency behind it, breaking down how Peppa’s viral moment came together (and what they’d do differently next time). read more
  • Time for a rethink in PR agencies – PR agency bosses say the current model isn’t built for what clients or teams actually need, and a structural shake-up might be long overdue. read more
  • Will AI replace AEs? – Burson’s CEO says junior PR roles aren’t going anywhere, but they will evolve, and agencies need to invest in people, not just platforms. read more

📆 NEXT MONTH’S HOOKS

…just because we don’t want you missing out on stuff.

  • 1 July: PMI manufacturing announcement –  start prepping commentary beforehand (30 June), so that you have quotes ready to go when data drops.
  • 2 July: UEFA Women’s Euro 2025 kicks off.
  • 5 July: Tour de France begins – Cycling content picks up with nearly 500k monthly browsers following it, according to Mail Metro Media.
  • 6 July: British Grand Prix (Silverstone) – In 2021, an average of 1.59 million UK viewers watched Formula 1 races live on Sky, according to Motorsport Broadcasting.
  • 7 July: Second week of Wimbledon begins
  • 10 July: The Open Golf Championship begins
  • 10 July: Economic activity and social change in the UK, real-time indicators are being relesead – including consumer behaviour, business and workforce, energy, housing and transport.
  • 12 July: Wimbledon Finals Weekend – Prime PR moment for FMCG, luxury, and fashion brands.
  • 17 July: World Emoji Day – the 🫠(melting face) was the most used across the web in 2024.
  • 18 July: School summer holidays begin (for not all, but most of the UK)
  • 22 – 23 July: UEFA Women’s Euro Semi-Finals – The 2022 finals boasted the highest attendance figures for a Women’s EURO, smashing the 240,055 mark set at the 2017 finals.
  • 27 July: UEFA Women’s Euro Finals
  • 31 July: Shell & Unilever Q2 results

✨ BEFORE YOU GO

Got something great but short on time?

Send it over to pitches@synapse.media and we’ll get it in our marketplace for you.